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benjamin moore / social campaign

Did you know Benjamin Moore paint is only sold at independent & locally owned stores? Probably not, and therein lies the issue.
To catch unknowing shoppers before they end up at Home Depot with no Benjamin Moore paint in sight, we decided to meet them at an earlier stage of the painting process: when they’re home, browsing for color and interior design ideas on Pinterest.

To hack the platform, we made 40 real home props featuring our message and added them to existing Benjamin Moore photos.
These images were then unleashed them all over Pinterest and Instagram, sneaking our way into “home inspo” folders everywhere.

People are slowly catching on and seeing our message during their daily scroll:

To continue infiltrating our message, the props have snuck into Benjamin Moore TikTok content, and even other spots…

2022
Made at FIG with Asan Aslam and Frank Benavides
Typography for artwork by Simon Walker
Prop Production by ABC Props
Interior photography by Benjamin Moore